A Bloomsbury townhouse hotel inspired by London’s historic literary quarter
The Zetter Group today opens the doors to The Zetter Bloomsbury, a new 68-bedroom boutique hotel set across six interconnected Georgian townhouses overlooking Russell Square and directly opposite the British Museum. Located in the heart of Bloomsbury, celebrated for its artistic and literary heritage, the property draws inspiration from the neighbourhood’s creative spirit while retaining the warmth and character that distinguish The Zetter’s existing hotels.
Designed by award-winning James Thurstan Waterworth, The Zetter Bloomsbury marks an evolution of the brand’s townhouse style, offering a contemporary interpretation of Bloomsbury’s historic salon culture. The 13,760-square-foot hotel sits just moments from the independent shops and cafés of Lamb’s Conduit Street. Conceived as a lived-in private residence, the hotel feels as though it has been curated over time. “It’s very Victorian, but we’ve pared it back to be slightly more Georgian, which suits the houses,” says Waterworth. Having trained under Martin Brudnizki and later shaped Soho House’s distinctive style as European Design Director, Waterworth has honed a design that is both globally sophisticated and personally inviting. “We wanted guests to feel they were staying with a well-travelled friend,” he adds. “Someone who has filled their home with treasures and stories from around the world, while deeply respecting the Georgian bones of the building.”
Four years in the making, the interiors were sourced from auctions, antique dealers and markets worldwide. European antiques sit alongside mid-century elements, African textiles and bespoke handmade details. Over 500 cushions crafted from antique fabrics are scattered throughout, while Turkish rugs have been ingeniously repurposed into ottomans. Works from the St Ives movement, including Sandra Blow and Roger Hilton, coexist with rare artefacts, including ancient Egyptian objects, and a library of more than 600 vintage art and auction catalogues. Every frame, sign and detail has been crafted by British artisans. “Because of the British Museum next door, we leaned into a mix of cultures: African, Oceanic, Asian, American, European,” says Waterworth.
The hotel’s art collection pairs postwar British works with treasures sourced from international auctions and private collections, including works by Sandra Blow and Terry Frost, guided by instinct rather than uniformity and in part inspired by antique dealer Robert Kime.
The 68 bedrooms range from wood-panelled cosy rooms to grand suites including the Terrace Suite, featuring a four-poster bed, claw-foot bath beneath bay windows, and a wrap-around terrace overlooking the garden. Each room reflects a collector’s spirit, with marble bathrooms, walk-in showers and amenities from VERDEN. The individuality of the rooms honours the building’s domestic origins, once six interconnected family homes.
Three distinct public spaces occupy the ground floor. The Parlour provides a relaxed retreat for drinks and light refreshments, while The Orangery, bathed in natural light, offers views of the landscaped garden and serves breakfast, a signature afternoon tea, as well as private events. During summer, the Orangery extends outdoors to a BBQ area, complemented by seasonal dishes and guest chef residencies. The property also features an outdoor yoga terrace, maintaining a balance of wellness and calm within central London.
The 1,000-square-metre garden, designed by the Rich Brothers, is one of London’s largest private hotel gardens. Once flat, it has been reimagined as a layered, secret garden with four distinct character areas, blending British tradition with subtle Japanese influences.
“This represents a natural evolution for us,” says Kevin Rockey, MD Operations Europe of The Zetter. “With The Zetter Bloomsbury, we’ve captured something essential about the neighbourhood’s creative and intellectual character, shaping a design that feels deeply rooted in history yet refreshingly contemporary.”
Positioned between Russell Square and the British Museum, The Zetter Bloomsbury offers a private retreat amid the city’s energy, a rare London experience that feels less like temporary accommodation and more like a borrowed residence in a historic neighbourhood.
Rooms at The Zetter Bloomsbury start from £400 per night, breakfast not included.